Crafting market access messages is a lot like riding a hoverboard.

The natural tendency is to teeter back and forth in order to avoid falling. In this balancing act, fall is inevitable when leaning in (shameless bragging) or leaning back (by-the-book bland words).

Shift the focus from leaning to gathering a core balance: figure out exactly what needs to be said and find robust references to support it.

An experienced writer (rider—punny!) is good at maintaining core balance and zipping ahead in what seems like second-nature.